Zippify is a membership card that allows users to earn and redeem points across multiple brand outlets. The document outlines Zippify's 4-month promotional campaign strategy which includes: 1) Creating buzz in the first month through social media promotions and highlighting high profile customers to generate curiosity. 2) Emphasizing customer utility and service in the second month based on survey feedback from the first month. 3) Adding more brand partners and focusing on customer service in the third month. 4) Broadening the customer and brand base while maximizing existing customers and brands in the fourth month.

1. Zippify Submitted by: Gayatri Rao Suhasini Prakash Ranjan Rajput Indian Institute of Management Kozhikode

2. AGENDA

3. Assumptions Temporary cards are freely distributed to selected people in the target segment Each card can be used by a single person The conversion of the temporary card to permanent card is possible only after the membership fee is paid OR The conversion of the temporary member to permanent member is made only after a minimum usage of the card Minimum usage is accounted by summating usage at all brands A single database is maintained to account the usage of the cards at all the brand outlets

4. Creating Buzz Host big banners of high profile customers, on social networks, free ad magazines, hoardings and other news letters Create celebrities out of normal people Raise the curiosity about this new celebrity At the peak stage reveal that the customer is credited a zippify card Make a profile of the high income providing customers in the dining sector – provide them discounts at the outlets at their next visit Information is disclosed only at the time of payment The reason for the discount is not revealed immediately The card is shortly delivered to the customer and the discount obtained is accounted

5. Promotional campaign 1 st month Create a buzz and raise curiosity Choose an off-season time (benefits & offers in market are least) Launch the product and ensure all attributes are up and running 2 nd month Emphasize customer utility and customer service Use the first month survey result to make marketing changes Encourage the blogging community to raise awareness 3 rd month Add star brands and make people believe in the utility Concentrate on improving customer utility and customer service Encourage blogging 4 th month Broaden the client base Broaden the brand base Maximize utilization of the existing customers Maximize utilization of the existing brands

6. 1 st Month Advertising Personal selling Bulk distribution of temporary cards High profile customers of existing brands The corporate in the NCR region Means Message Social network sites Sites and online communities Facebook Radio campaign Radio channels preferred by 20-35 aged market Existing brand partners Avail benefits by purchasing Zippify Websites, pamphlets, in-stores Free ad magazines Articles or banners about the product and URL

7. 1 st Month (contd.) Promotion Competitions between students which can have membership as prize Competition can be same as the current one and for example can be regarding making a video Membership purchased in bulk get discount on the membership fee Direct marketing Direct mails - Card related information and the URL to high purchase customers of existing Brands Tell a friend – free membership on referring 20 friends

8. 2 nd month Continue all the steps that were implemented in the following Advertising Promotion Direct marketing The implementation of the above promotional mix steps will be regulated based on the result of the survey conducted at the end of the 1 st month Public relation Start a blog site within the Zippify website Restrict the topics to shopping, brands and zippify utilities Personal selling Free card distribution to high profile customers continues

9. 3 rd month Advertising Social networking sites cost decreases In-store cost remains same Free ad magazine cost is zero The radio campaign can change the message and cost decreases High purchase customers can be advertised on the website The following can be maintained at same level Personal selling Direct marketing Promotion Discounts for bulk membership continues Competitions at institutions are eliminated Public relation Encourage use of the blog space and offer free membership for best blogs

10. 4 th month The following can be maintained at same level Personal selling Direct marketing Advertising Promotion Public relation Encourage use of the blog space and offer free membership for best blogs Collaborate with other popular sites to host zippify banners in exchange for hosting their banners on zippify site

11. Snapshot – Promotional mix intensity Heads Activity 1st Month 2nd Month 3rd Month 4th month Advertising Social networking Start Same Decrease Decrease In-store Start Same Same Same Free ad magazine Start Same Same Same Radio Start Same Decrease Decrease Featuring customers Start Same Personal selling Start Same Same Same Promotion Start Same Decrease Same Public relation Start Same Same Direct marketing Start Same Same Same

12. Thank you